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Facebook Advertising: From Content to Conversions

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What if all of your future customers were in one place, clamoring for information about your brand and products? They are. We’ll explore how to open up a true dialogue with your social media audience, creating great content and putting it to work with Facebook Power Editor and Ads Manager to drive clicks and conversions.
MivaCon 2016, Thursday session 3.

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Facebook Advertising: From Content to Conversions

  1. 1. SESSION TITLE Presenter’s Name Facebook Advertising FROM CONTENT TO CONVERSIONS PRESENTER: Chris Barrish cbarrish@miva.com
  2. 2. Facebook Ads = Brand Personality
  3. 3. AD: What do I want to say?
  4. 4. AD SET: Who do I want to say it to?
  5. 5. CAMPAIGN: Why do I want to say it?
  6. 6. Why should I post? (CAMPAIGN)
  7. 7. What is the point of the conversation?
  8. 8. CAMPAIGN OBJECTIVE: Boost your posts
  9. 9. CAMPAIGN OBJECTIVE: Boost your posts
  10. 10. CAMPAIGN OBJECTIVE: Conversions
  11. 11. Who do I show my ads to? (AD SET)
  12. 12. Who is your customer?
  13. 13. AD SETS: Best Practices
  14. 14. AD SETS: Targeting by DEMOGRAPHIC
  15. 15. AD SETS: Targeting by INTERESTS
  16. 16. AD SETS: Targeting by CONNECTIONS
  17. 17. AD SETS: Custom Audiences
  18. 18. CUSTOM AUDIENCE Email list
  19. 19. CUSTOM AUDIENCE Traffic
  20. 20. CUSTOM AUDIENCE Traffic
  21. 21. CUSTOM AUDIENCE Lookalike
  22. 22. CUSTOM AUDIENCE Lookalike
  23. 23. How do I set a budget? (AD SET)
  24. 24. DAILY VS LIFETIME OPTIMIZATION BID AMOUNT DAILY UNIQUE REACH ACQUISITION VS REMARKETING
  25. 25. What should I post? (AD)
  26. 26. FB ads are just like social posts.
  27. 27. BRAND-oriented ads
  28. 28. SALES-oriented ads
  29. 29. SALES-oriented ads: Products
  30. 30. SALES-oriented ads: Promotions 35% OFF
  31. 31. SALES-oriented ads: Calls to Action
  32. 32. HURRY!
  33. 33. TAKE20
  34. 34. Get ready to meet your new favorite dress.
  35. 35. New spring dresses 20% off with code VX42 thru Tues
  36. 36. What’s the best color to wear in spring?
  37. 37. Hello gorgeous.
  38. 38. http://miva.com/?utm_sour ce=FB&utm_medium=PageP ost&utm_term=SpingSale&u tm_content=SmileImage&ut m_campaign=Smile2016
  39. 39. Bit.ly/1X2xycw
  40. 40. What should I post? Content step-by-step: photo •Bold compositions •Color •People •DSLR •Products in real-world environments •Text overlay: 20% or less
  41. 41. FULL FRAME SLIDER x5
  42. 42. What should I post? Content step-by-step: photo •Bold compositions •Color •People •DSLR •Products in real-world environments •Text overlay: 20% or less
  43. 43. What should I post? Content step-by-step: photo •Bold compositions •Color •People •DSLR •Products in real-world environments •Text overlay: 20% or less
  44. 44. What should I post? Content step-by-step: video •Lower rates •Excellent engagement and ROI •Low budget, no problem VIDEO
  45. 45. VIDEO
  46. 46. Quantity and refreshment • 4 ads per ad set • Rotate every 2 weeks • Create unique ads for different types of campaigns and audiences ONLY 4 ADS PER AD SET
  47. 47. UNIQUE ADS FOR DIFFERENT AUDIENCES
  48. 48. A typical Campaign structure
  49. 49. Campaign: Acquisition Objective: Conversions Ad Set: US Lookalike 1% Ad Set: UK Lookalike 10% Ad Set: Men 18-55 who like Adidas
  50. 50. Campaign: Remarketing Objective: Conversions Ad Set: Past 1 Day Visitors Ad Set: Past 15 Day Visitors
  51. 51. Campaign: Post Boosts Objective: Promote your posts Ad Set: US Page fans and their friends Ad Set: AU Page fans and their friends Ad Set: UK Page fans and their friends Ad Set: CA Page fans and their friends Ad Set: MY Page fans and their friends
  52. 52. How do my ads fit into a total brand identity?
  53. 53. Ads and your total social identity • An extension of your social media voice • Bring new people into the community of your brand • First contact with your brand • Open a dialogue and invite participation. • Monitor comments and participate in them. FIRST CONTACT
  54. 54. Stories Value Access Brand Difference
  55. 55. Traffic Conversions Specificity Global Reach
  56. 56. SESSION TITLE Presenter’s Name Contact me for full text and bonus tips: Chris Barrish cbarrish@miva.com

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